Google and Its Monopoly on Search Market

If you are doing your job, do it well (I mean, exceptionally well)

If we talk marketing, we talk traditional, digital, integrated, etc. There are very few limits - legal and ethical considerations are the two. The business world is a complicated and versatile place to be in, and if you want to achieve prosperity, you need to do something exceptional (or, in this case, disruptive).

Google has become an absolute monopoly as an online search marketplace. It is impossible to close your eyes to this fact. Let’s face it together: it’s authoritative, it’s influential, and it’s dominant. But is it ethical? According to Business Insider, “Google owns about 67% of the global search market”. Having this number in mind, it is critical to break down this issue to the main key factors:

●      The Nature of Monopoly of Search Markets

●      Google’s Business Model

●      Google’s Big Bang

This list can be endless. The polemics about this topic have achieved phenomenal levels, but each and everyone chews over this ‘Google Thing’.

 The nature of Monopoly on Search Market 

The second best always works harder. But how hard can you work to destroy a monopoly? Such a challenge seems to be impossible for businesses. Google is everywhere, it has occupied the marketplace, and the most important, it is first to mind for consumers.

The main reason Google has become a monopoly, is because their business model is innovative and disruptive. It has simply left the competition behind. The second one is it’s reliability. The power, which has accelerated by Google, gives consumers trust due to their offerings of valuable information and relevant products. This is a friendly monopoly for customers, which allows them to learn about its operations, what considerations are, what decisions and filtering are based on.

On the other hand, it is a killer machine for competitors. The closest competitor is Yahoo, which has only 40% market share. The fast-changing technology market should be used as an opportunity for the competition. If none of them comes up with another Big Idea, Google will keep dominating. The bottom line is: Google is a monopoly only because they do their job exceptionally well. Is it unethical to work hard and be trustful?

Google’s Business Model

Having an advertising business model, Google has never stopped learning. This Promethean idea was developed by students, who now run the show (and set the market requirements). Google’s business model is efficient because their R&D process never stops. They come up with advanced, easy-to-navigate solutions perennially. Who else does this? There are myriad of angles to look at Google products and analyze them. Looking at the Big Picture and scanning the environment of the search market, we can conclude on the offerings. Google has

●      Web

●      Mobile

●      Business

●      Media

●      Geo

And other sections with enormous amounts of products and tools available. It is hard to argue their monopoly but it’s hardly unethical to try to deliver superior benefits for users within any possible categories.

Google’s Big Bang

The success doesn’t come along. We all know that it requires hard work (sweat and tears). The reason for such a terrific Google’s success is the way the company operates. Their secret ingredient is corporate culture. It is the Garden of Eden for employees. Google motivates, inspires, and, the most important, empowers its workers. There is a place, where “a creative and passionate workforce [... ] holds the key to the company’s innovation.” (Forbes)

To stay ‘hungry’, each employee is required to spend some work time on his individual projects, which contribute in company’s long-term success. Having this invincible mix of aspiring workers and crave for success, Google has become a ‘G-spot’ for anyone and everyone all over the world.

All these forces make Google what it is today, and its monopoly is the outcome of the intense work.